Apple Inc. (AAPL) launched a new online campaign, adding “Why You’ll Love iPhone” section to their website. The promotion which highlights a number of reasons why customers love the iPhone, is seen on the front splash page of the company’s website, as well as an email newsletter and a dedicated “Why iPhone” page.

There’s iPhone. Then there’s everything else.

What makes an iPhone unlike anything else? Maybe it’s that it lets you do so many things. Or that it lets you do so many things so easily. Those are two reasons iPhone owners say they love their iPhone. But there are many others as well.

On the “Why iPhone” page, Apple highlights a number of key features that make the iPhone attractive to its customers including the detail in the iPhone’s design, the Retina display, battery life, powerful and efficient A6 chip, as well as the company’s eight consecutive J.D. Power customer satisfaction awards.

By introducing this new campaign only a day after Samsung released its Galaxy S4 smartphone, it appears that Apple is reminding consumers why the iPhone is deemed one of the best smartphones. Samsung has gotten a leg up in the market against Apple, airing people based ads as opposed to Apple’s ads focused on the product.

With this campaign, alongside its new iPhone 5 ad campaign which centers on apps, Apple appears to be focusing entirely on user experience and is hoping to attract customers through usability as opposed to focusing on technical specifications.